Movies
A 'Passion' for profits, products

By Tina Potterf
Seattle Times staff reporter

	CHRIS CARLSON / AP Some of the pieces in the "The Passion of the Christ" line of jewelry are displayed at Bob Siemon Designs' plant in Santa Ana, Calif.
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The unending controversy surrounding Mel Gibson's "The Passion of the Christ" isn't hurting the film's popularity or Gibson's pocketbook. The A-list actor-director stands to make millions off the box-office haul and merchandise sales.

"The Passion," which violently depicts the last 12 hours of the life of Jesus, is a box-office smash, earning an estimated $76.2 million from Friday through Sunday, the seventh-best three-day take ever, according to The Associated Press. In its first five days of release, "The Passion" raked in $117.5 million — not bad for a film that reportedly cost around $30 million to make.

The marketing of "The Passion" goes beyond filling theater seats. Merchandise ranges from the movie soundtrack to coffee mugs and crosses. The official online store for merchandise, www.sharethepassionofthechrist.com, offers a "Nail" pendant with an "Isaiah 53:5" inscription for $12.99; a stainless-steel and pewter link bracelet, also $12.99; or an Aramaic lapel pin for $2.49, among other items (the official "Passion Cross" mug is currently out of stock).

While merchandise sales figures have yet to be released, items associated with "The Passion of the Christ" are selling well. The movie's companion book (with a foreword by Gibson) and musical score each rank third on Amazon.com's bestsellers lists.

On March 8, MPI Home Video will release on DVD and VHS Gibson's "Primetime" interview with Diane Sawyer, which aired last month on ABC. What millions watched for free can be yours for $14.98 for the video, or $19.98 for the DVD.

Tina Potterf: 206-464-8214 or tpotterf@seattletimes.com

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